Topics covered include:

• The impact of technology on the health care industry
• The telehealth revolution
• New methods of early detection
• Data, privacy, and patient communications
• Opening up access.

Each session includes a dialog with or presentation by an expert, followed by questions from Pharma Council members.

These sessions are currently available:



August 28, 2024 — Episode #24: Connecting with Gen Z & New Pathways to Care, a conversation with Miriam Browning Nance, VP at Horizon Media’s WHY Group.

The future of health care in the US is partly a story of different generations of Americans and their health status, consumption of healthcare products and services, and relationships with medical providers. On this episode, we look at Gen Z and health management, including their particular medical maintenance challenges, issues connecting with them, and their pathways to care.

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May 23, 2024 — Episode #23: Impact of the Aging U.S. Population, a conversation with Michael Hodin, CEO, Global Coalition On Aging, Managing Partner, High Lantern Group.

According to a United Nations report, the aging of the world’s population is accelerating. In 2019, there were 703 million people aged 65 years or older in the world. That’s projected to grow to 1.5 billion by 2050. In the U.S., the 2020 census showed one in six Americans, 55.8 million people, are 65 plus. That’s projected to reach 82 million by 2050, amounting to a quarter of the population, compared to 17% today. It’s a challenge given that older people are often defined by chronic conditions. On this episode, we discuss what this senior boom means for the work force, healthcare and businesses.

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November 17, 2023 — Episode #22: Overcoming Stigma in Health Care: An Eye to the Future, a conversation with Dr. Maura Scott, Persis E. Rockwood Professor of Marketing, Florida State University College of Business and Dr. Martin Mende, Jim Moran Professor of Business Administration, Florida State University College of Business.

Stigma in healthcare can have negative effects on individuals and the medical system. People who feel stigmatized by their condition could seek to hide symptoms or illness, avoid getting medical help, or resort to more risky resolutions. We look at the issues surrounding stigma in healthcare and what can be done to resolve the problem.

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October 27, 2023 — Episode #21: Healthcare Influencers, a conversation with Danielle Ernest, Senior Vice President of Digital, MSL Global and John Ponsoll, Managing Director, Havas Voice and Chief Development Officer, Symbiotix.

The last episode of FutureHealth focused on how Gen Z is changing the future patient journey through crowdsourcing their health care decisions. We continue that discussion with an in-depth look at healthcare influencers. These are individuals, often, but not always, medical professionals or patients, who share their expertise, opinions and/or experiences over social media platforms. We look at how they’re building a following and what this means for marketers and health care organizations.

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October 6, 2023 — Episode 20: Futurehealth: GEN Z and Crowdsourced Rx, a conversation with Maxine Gurevich, Senior Vice President of Cultural Intelligence, Horizon Media.

Earlier this year, consulting firm Oliver Wyman issued a report on Gen Z, calling it “the generation changing everything.” Gen Z is also making its mark on the healthcare industry according to a recent top trends report from Horizon Media’s Why Group. One particularly strong Gen Z is labeled crowdsourced RX. We discuss what this means for the patient journey and healthcare marketing.

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August 17, 2023 — Episode 19: Trends in the Health Care Provider (HCP) Labor Force, a conversation with Lisa Courtade, Executive Director Of Commercial Insights & Analytics, Organon; Don Abraham, Senior Partner, Consulting Division, Kantar and Michael Botta, Co-Founder and President, Sesame Care.

Labor shortages among healthcare professionals have become a growing concern. The pandemic exacerbated the problem as physicians, nurses and other healthcare workers suffered from increased levels of burnout. Last year showed a decrease in enrollment in medical schools and nursing programs. We discuss what these trends in the HCP employment market mean for the healthcare industry and what they could lead to in the future.

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May 24, 2023 — Episode 18: The Impact of ChatGPT and AI-powered Bing on the Future Patient Journey, a conversation with Marjorie Reedy, Pharma Council Co-Chair and Director of Vaccines Market Research at Merck , Anna Bradfield, ARF Pharma Council member and SVP Brand Strategy at Wunderman Thompson, Subhashish Dasgupta, ARF Pharma Council member and North America Industry Executive in Health and Technology at Kantar.

Ever since its release, there’s been a lot of talk lately about ChatGPT. In order to learn about its capabilities and limitations in pharma and market research, the Pharma Council decided to do its own test of ChatGPT and Microsoft’s AI powered search engine Bing. The Council fed the tools both factual and future-forward questions about health care. Hear ChatGPT’s and Bing’s answers – and Council members’ observations about those answers.

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May 9, 2023 — Episode 17: Inclusion by Design, a conversation with Jillian Rice, Vice President, Ipsos Creative Excellence, Denene Rodney, CEO and Founder, Zebra Strategies , Kristin Tolbert, Vice President, Cultural Marketing, Klick and Allyson Wuensch, Vice President, Client Management , Kantar Millward Brown.

Inclusivity is shaping up to be a mega-trend in healthcare. In the last episode of FutureHealth we discussed why it’s taking center stage in our industry. This time we’re focusing specifically on inclusion in pharma market research and marketing. The ARF Pharma Council recently hosted an event on this subject featuring four research and advertising experts. Each gave a brief description of their work in this area, and then engaged in a discussion. This is an edited version of that event, which was moderated by Marjorie Reedy, Pharma Council Co-Chair and Director of Vaccines Market Research at Merck.

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March 29, 2023 — Episode 16: Inclusive Futures of Humancare, a conversation with Kyle Brown, Foresight Strategist at FSI Strategy and Ireena Haque, Foresight Strategist at FSI Strategy.

Discriminatory behaviors and practices in the healthcare space are an unfortunate reality. As healthcare becomes more personalized, going beyond transactional touchpoints and focusing more on individual experiences, the demand for addressing inequities, adopting more inclusive practices, and creating more accessible services is increasing. We discuss how this has made inclusivity a top mega-trend shaping the current health space.

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February 23, 2023 — Episode 15: Patient Centric Approach, a conversation with, Deepak Patil, Senior Director of Medical Strategy at Aktana and Alexis Anderson, Principal at Ipsos Healthcare Advisory.

A patient centric approach is one that integrates the patient’s preferences, needs, wants and experiences into their care. This includes health information hubs, patient advocacy groups, and more access to clinical trials, among other things. We look at how this will change the patient journey in the coming years.

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January 26, 2023 — Episode 14: Digital Therapeutics , a conversation with, Ben Gibbons, Founder of Bryter.

Digital therapeutics is a rapidly growing segment of the healthcare field that didn’t exist before 2012. Digital therapeutics products had an estimated global revenue of two to four billion dollars in 2022 and that’s expected to go to nine billion in 2025, though estimates vary. We’ll discuss what defines DTX, why the field is expanding quickly and where it’s going.

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November 30, 2022 — Episode 13: HCP Segmentation, a conversation with, Susan Manber, Chief Patient Officer at Publicis Health.

There are around 1,068,000 practicing primary care and specialist physicians in the U.S. today, according to the nonprofit Kaiser Family Foundation, in addition to over 3 million nurses. While this is a sizable market for the pharma and health care industries, these medical professionals have different specialties, serve different communities, and practice in different ways. We take a look at how healthcare provider segmentation can help pharma marketers to best tailor their approach to reach their target.

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November 1, 2022 — Episode 12: Using Nudges to Positively Impact Health Outcomes, a conversation with Jacob Braude, Principal of ZS.

Vaccine hesitancy has always been an issue, but it seems to have grown since the pandemic and covid vaccines. While there was a high compliance rate when the vaccine was first available, the numbers have dropped for boosters. Around 19.4 million have received the updated bivalent booster, which provides the best protection against the variants, which continue to circulate. And of course, there are other diseases beyond covid, both now and in the future, for which vaccines provide effective protection. We discuss how behavioral science can impact the healthcare challenge of vaccine hesitancy.

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September 29, 2022 — Episode 11: FUTUREHEALTH: ONE-YEAR ANNIVERSARY

It’s the first anniversary of FutureHealth. To celebrate, we invited members of ARF’s Pharma Council to look back on our past episodes and reflect on what we learned and what surprised us. Bill Salokar, Vice President of Client Solutions at Skim, moderates the discussion.

A conversation with Tony Cregler, SVP and Strategy Director at Leo Burnett, Moffat Frazier, Senior Vice President and Managing Director at Data Insights & Solutions, Lori Holmes, a Partner at HawkPartners, Seth Duncan, Chief Data Officer at Real Chemistry, Kelly Lundquist, Senior Vice President and Head Of Health Strategy North America at Havas Media and Anshu Gupta Associate VP, Global Market Research at Eli Lilly And Company.

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July 28, 2022 — Episode 10: Patient Segmentation, a conversation with, Kelly Peters, Vice President of the Marketing Center of Excellence within IQVIA Commercial Solutions and Mandy Rexroat, Senior Vice President, Group Account Director at 21GRAMS, part of Real Chemistry

Patient segmentation is a process of dividing people with a particular health condition into groups based on their diagnosis, behavior, lifestyle, and needs. Guest host Anna Bradfield, ARF Pharma Council member and SVP Brand Strategy at Wunderman Thompson Health, leads our discussion of the benefits of patient segmentation and how it’s evolving.

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June 30, 2022 — Episode 9: Four Tensions Driving the Future of Wellness, a conversation with, Matt Carmichael, Senior Vice President at Ipsos where he heads the Ipsos Trends and Foresight Lab, and Editor of Ipsos’ magazine, What the Future.

Some trends in health care grow out of Americans’ attitudes towards health and wellness. Ipsos, one of the world’s largest and most esteemed market research companies, has been monitoring these trends and attitudes. Those trends reveal occasional tensions between attitudes and our current health and wellness environment and between various sectors of the us population. Four of these tensions are outlined in an article in the latest issue of What the Future.

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May 25, 2022 — Episode 8: The Empowered Patient Journey (pt 2), a conversation with Nina Wachsman, CEO/Co-Founder of Know Rare, Rob Weker, patient and cancer survivor, and Patrick Howie, Founder and CEO of MediFind.

The COVID pandemic, which hit us in March 2020, has changed our lives in many ways, including how we deal with healthcare. In the second of our two-part series, the Empowered Patient Journey, guest host Kelly Lundquist, Senior Vice President and Head Of Health Strategy North America at Havas Media, interviews a panel of experts on how patients can navigate the complex healthcare system to find the right doctors, support groups and care that works for them.

Guests:
Nina Wachsman, CEO/Co-Founder of Know Rare
Rob Weker, patient and cancer survivor
Patrick Howie, Founder and CEO of MediFind

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April 28, 2022 — Episode 7: The Empowered Patient Journey (pt 1), a conversation with Nina Wachsman, CEO/Co-Founder of Know Rare.

Over the last couple of years, the pandemic has evoked massive disruption to all part of our lives, including our healthcare system, and this has drastically changed today’s patient journey. In the first of our two-part series, the Empowered Patient Journey, guest host Kelly Lundquist, Senior Vice President and Head Of Health Strategy North America at Havas Media, and CEO/Co-Founder of Know Rare Nina Wachsman discuss how the confluence of these behavioral changes by both patients and brands is giving rise to heightened patient expectations when it comes to healthcare.

Guest: Nina Wachsman, CEO/Co-Founder of Know Rare

For more information on Know Rare, check out our site: www.knowrare.com
To contact us please reach out to Liz Kay, Business Development and Partnerships: Liz@knowrare.com

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March 24, 2022 — Episode 6: Data Exhaust: What Health Signals are Being Generated Digitally and How Can We Use Them to Improve Outcomes , a conversation with Chris Neuner, Chief Strategy Officer at Pulsepoint Inc.

In this information age, patients are often surround by too much information. With the billions spent on digital ads, and amidst all the clutter, brands can find it challenging to connect to potential customers. The solution may lie in abilities to mine data. And how life science companies use data to coordinate communication and care with both patients and physicians. We cut through some of this clutter to look at data exhaust: what health signals are being generated digitally and how to use them to improve outcomes.

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February 27, 2022 — Episode 5: Visions for the Future of Patient Experiences in the Technoverse, a conversation with Dr. Maura Scott, the Persis E. Rockwood Professor of Marketing and Dr. Martin Mende, Jim Moran Professor of Business Administration. Both are from Florida State University’s College of Business.

COVID has impacted our lives in many ways, including increasing our reliance on technology. We now do virtually what we couldn’t do in person. In healthcare, virtual care for non-urgent visits not only increased but, according to a study by the Cleveland Clinic, most patients were happy with the results. This episode looks at how advances in technology can go beyond telehealth and explores visions for the future of the patient experience in the “technoverse” with two professors who have devoted years of study to its development,

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January 27, 2021 — Episode 4: Looking into the Crystal Ball: The Future of Pharma Advertising Through Data-Driven Targeting, a conversation with Jen Werther, Chief Strategy Officer of DeepIntent, moderated by Moffat Frazier of Horizon Media and Seth Duncan of Real Chemistry (Co-Chair, Pharma Council).

Pharmaceutical and healthcare companies have increased digital advertising over the years, spending an estimated $11 billion on online marketing in 2021. They’re second only to retail when it comes to investing in these platforms. Data on individuals and healthcare providers are changing how the industry promotes products and care. An executive at one of the companies in the forefront of this change discusses how these data will have an impact on pharma marketing to both patients and providers in the future.

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November 25, 2021 – Episode 3:  The Omni Patient Journey: The Role of Self-Service in Healthcare Access, a conversation with Claire Kane, EVP and Director of Strategic Planning at Wunderman Thompson Health, moderated by Seth Duncan of Real Chemistry and Marjorie Reedy of Merck (Co-Chairs of the Pharma Council).

One of the most prominent issues of the 21st century is how to make healthcare more accessible, and the pandemic is arguably the tipping point. While it exposed the consequences of continued fragmentation, inequities and the rising costs of healthcare, it also demonstrated how it’s possible to make healthcare accessible to everyone, everywhere. In this episode, we look at how to expand this accessibility going forward by rethinking the patient journey and the role of health technology.

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October 28, 2021 — Episode 2:  The Power of Technology to Solve Health Care Communications Problems, A conversation with Dan Scudder of Datavant, moderated by Seth Duncan of Real Chemistry (Co-Chair, Pharma Council) and Anshu Gupta (Eli Lilly).

Health care is one of the largest and fastest growing industries in the U.S. Health spending in 2020 was an estimated $4.1 trillion, and public policy experts expect it to reach $6.2 trillion by 2028. This enormous sector spends about $30 billion a year on marketing, much of which goes to direct-to-consumer ads for prescription drugs. In this episode, an expert in marketing technology discusses trends in healthcare marketing and where it may go in the coming years.

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September 23, 2021 – Episode 1: The Power of Technology to Overcome Problems in Healthcare, with Tom Edwards of Omnicom (a webcast), moderated by Marjorie Reedy of Merck (Co-Chair, Pharma Council).

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